The Readiness of Lasem Batik Small and Medium Enterprises to Join the Metaverse

Abstract

Today’s business competitiveness necessitates the capacity of all company players, particularly small and medium enterprises (SMEs), to enter a broader market through information technology. However, the Lasem Batik SMEs have endured a great deal of turmoil during the COVID-19 pandemic. Marketing has been conducted through physical and internet channels, but the results have not been maximized. The purpose of this research was to consider the possibilities of Lasem Batik SMEs adopting metaverse technology as a marketing medium to enhance sales. The investigation was conducted on 40 Lasem Batik SMEs who met the requirements of using online media to sell their products, having a medium-sized firm, and displaying marketing that has reached the provincial level. The findings of this study are as follows: (1) The majority of participants stated that the metaverse is a virtual 3D space. This understanding is deepened by discussions about virtual 3D spaces that combine VR and AR, which today is often referred to as the metaverse. (2) Batik business owners hope that by using the metaverse, they will be able to obtain many benefits, especially related to market expansion. (3) Lasem Batik SMEs show great interest in expanding their marketing channels to a wider area; Lasem Batik entrepreneurs also accept the challenge of studying the metaverse with new knowledge and techniques they have never considered. (4) Overall, 75% of participants were ready to use the metaverse, and 25% still required guidance. (5) Local communities, universities, and large corporations provide great support for the use of the metaverse. (6) The commercial success of Lasem Batik SMEs is defined by product quality; ongoing online and offline advertising; originality and innovation; and the capacity to capitalize on possibilities, retain local wisdom, and preserve strong customer connections. The main conclusion is that the readiness of batik entrepreneurs to use the metaverse is highly dependent on the support of various parties. A strong desire to progress and develop one’s business is the main factor determining one’s intention to use the metaverse. As a result of the research, a prototype of a metaverse platform for Lasem Batik exhibitions has been developed. SMEs can use the room template provided by the platform and join other SMEs to hold a metaverse exhibition to attract global customers. These results can be connected to create a metaverse exhibition to attract global customers.